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Regenerating a declining food category

HOW TO REVERSE A 20-YEAR DECLINE IN CONSUMPTION

The Challenge: All western countries were facing long term decline in egg consumption. The key local problems included health concerns, no time for breakfast and a move to a more ‘Mediterasian’ food style that uses less eggs.

The Solution: After extensive research, we segmented the market from ‘the egg lovers’ to the ‘egg restrictors’ and created an integrated campaign that addressed the key barriers to consumption for each segment. The campaign covered TV, print, POS and e-marketing with a consistent story of versatility and ease of preparation.

The Result: Sales rose 4% in Year 1 and continued to rise year after year. The campaign has been voted best egg marketing campaign worldwide.